T-Mobile Sing-Along in Trafalgar Square Gets World’s Largest Mobile Screen

ADI provided the world’s largest mobile LED screen for a huge advertising campaign in Trafalgar Square for mobile communications giant T-Mobile.

The huge iCONIC 100 ensures everyone can see the words and sing along to Hey Jude, which was chosen for the first advertisement, played out during Britain's Got TalentThe giant experiential campaign saw 13,500 people gather in Trafalgar Square for a huge karaoke sing-along to promote T-Mobile’s ‘Life’s for Sharing’ campaign, with an ADI iCONIC 100 used to play out the lyrics and live action of the crowds singing along. The edited footage was then used to make a television advertisement which was first broadcast on Saturday evening during Britain’s Got Talent on ITV1.

"Naaa naaa naaaa na na na naaaaaaaah!"The advert was created by renowned advertising agency Saatchi & Saatchi, and ADI were contracted by the event production company, Partizan. No-one was quite sure exactly what was going to occur, although they suspected it would be something big, following T-Mobile’s famous ‘Dance’ campaign in Liverpool Street Station in January.

Pink was a surprise guest

ADI arrived on site early on the Thursday morning to move the iCONIC 100 into place in front of Nelson’s Column, ready for the 6pm start. Throughout the day, ADI’s screen played out teaser images and video, informing people that the follow up to the ‘Dance’ campaign would be taking place that evening, whilst interested crowds gathered, keen to find out more!

By the time host Vernon Kay took to the stage in front of the iCONIC 100 at 6pm, Trafalgar Square was teeming with people and excitement. He led them in a huge Sing-along to hits including Hit Me Baby One More Time, Hey Jude and Is This The Way To Amarillo. The event also featured a guest appearance from international artist Pink, who led the crowd in a rousing rendition of her song ‘So What’.

Following the event, the footage from Partizan’s 20 video cameras was edited into a 2 minute advertisement that was first shown during Britain’s Got Talent on Saturday night. It will also be used to promote T-Mobile throughout Europe, whilst a number of different edits are being uploaded over the next few weeks to T-Mobile’s YouTube channel, which you can find here: http://www.youtube.com/lifesforsharing

The view of the 13,000 strong crowd from the iCONIC 100

ADI Business Development Manager Harj Virdee commented: “It was a pleasure to be involved in such a high-impact job that had been so well organised; no-one in the crowd had any idea what to expect. We’ve worked closely with Partizan over the last couple of months to ensure everything ran smoothly – it was great to see how successfully it went, and certainly a surreal experience to see 13,500 people singing along to Hey Jude in Trafalgar Square!”